Insights, Strategy & the Idea
CHALLENGE
Introduce Blue&Me, a unique voice control technology that allows you to effortlessly manage your mobile phone and all the devices in your car.

SOLUTION
Link the product to safety, not technology.

Mobile phones are the number 1 cause of accidents around the world, that’s why we put the messages inside the device that distracts drivers so much: the smart phone.

Creative Execution
IDEA
We created the World’s first typeface made out of applications.

Fiat Apps Type. A typeface that disguises perfectly in the world’s most popular mobile phone and calls drivers’ attention to the unexpected things that can happen on the road while they look at their phones.

For each letter of the alphabet we created several app icons (because apps can’t be duplicated on the iPhone) and with them we passed our messages.

Results and Effectiveness
RESULTS
With so many touch points, the campaign became news in media related to cars, design and technology.

In just a few days, FIAT Apps Type re opened the debate about using mobile phones while driving, also putting Blue&Me in the public’s mind, especially in the tech addicts that never before had linked Fiat with innovation.